On Strategy Showcase

Episode: The Insight that Fueled the Irish National Lottery Campaign

Host: Fergus O’Carroll | Guests: Enda Kelly (Managing Director, Folk VML Dublin), Carl Waters (Chief Creative Officer, Folk VML)
Date: January 18, 2026

Episode Overview

This episode delves into the strategic thinking behind the recent acclaimed campaign for the Irish National Lottery, crafted by Folk VML. Host Fergus O’Carroll speaks with Enda Kelly and Carl Waters about the evolution from sales-driven, product-specific advertising to an emotionally powerful, brand-led strategy that taps into the universal moment of sharing good news—and, more importantly, sharing dreams.

Key Discussion Points and Insights

1. The Irish Lottery: Brand Context and Challenges

• The Irish National Lottery is a fixture in Ireland (“one of those fabric brands”), selling a dream rather than a tangible product.
  (07:07, B: Enda Kelly)
• Historically, its advertising was highly regarded, often referenced in creative industries and the wider community.
  (09:45, C: Carl Waters)
• In recent years, focus shifted toward sales activation—individual games were promoted with their own assets and personalities, which diluted the overall brand and weakened long-term emotional resonance.
• “Brand equity had softened.” There were year-on-year sales declines since 2021, a plateau in participation, and challenges from broader economic pressures and competitive dopamine hits (such as mobile gaming and betting).
  (12:32–14:20, B & C)

2. Strategic Shift: Moving Back to Master Brand

• The National Lottery ran a competitive pitch: Folk VML’s brief was to help transition back to a master brand strategy and reignite emotional connection.
• Key insight: While people dream of winning, what’s deeply meaningful (and emotionally universal) is the moment of sharing that news with someone close.

  “We dug into that quite a bit more and what we found out was that actually when we probed people about the moment of the win...when you told a loved one or a friend, a close friend, that you’d won the lottery...that was where the real gold came from.”
  —B: Enda Kelly, 18:49

• This insight led to the campaign’s creative platform: Dreams Waiting to Happen—anchored in generosity of spirit, grounded possibility, and rooted in sharing.

3. Research and Human Truths

• Qualitative and quantitative research revealed:
  • Aspirations have become more grounded—people now see “life changing” winnings as opportunities for stability or sharing, not just excess.
  • Everyone’s dream is specific and personal, but when pressed, people reveal their deepest dreams involve sharing with loved ones or community, not just individual gain.

  “If you found out you won the lottery, that's not the exciting part. The exciting part is when you tell the person closest to you, and that was more exciting even than what you would do with the winning money.”
  —C: Carl Waters, 20:08

4. Creative Execution: Ads Built on Shared Dreams

Spot 1: “Fiver”

• A woman comes home, tells her husband she found a fiver, asks where he’d go if he could travel, and after his answer, reveals the dream can now come true because she’s won.

  “In each of those spots, the winners are actually letting somebody else know that they've won. And then the person who they're telling is the dream that gets to come true.”
  —A: Fergus, 21:32

Spot 2: “All Aboard” (Christmas Ad)

• Dara drives a band around rural Ireland; his dream is Route 66, something he reads about but never expects. The band collectively wins and surprises him with the fulfillment of his dream.

  “He's an unsung hero... The whole time he quietly is reading a book on Route 66, because that's his dream. He doesn't even believe that people have noticed that. And again, the emotional payoff at the end shows that that's not the case; that there's something bigger going on here.”
  —C: Carl Waters, 27:51–29:36

Creative Pillars (Tested and Defined at Pitch Stage)
(22:26, C: Carl Waters)

• Worthy Winners: Audiences root for protagonists—they must deserve to win.
• Grounded Possibility: Dreams must feel real and attainable, not fantastical.
• Generosity of Spirit: Focus on what the win enables for loved ones and community, not just the self.

5. Brand Integration and Asset Consistency

• One major achievement was the rationalization of brand assets—unifying branding across game-level and master brand communications (use of the “green world,” the Cosmo star, the “It could be you” tagline).
  (33:41–34:18, B: Enda Kelly)
• Folk VML set up rules about tone, color, music, and when/how to portray moments (emphatically focusing on the emotionally charged moment of sharing the win rather than material aftermath).
  (34:46, C: Carl Waters)

6. Measuring Success: Short-Term and Long-Term Ambitions

• This campaign is a long-term brand building exercise. Sales activations continue alongside, but the main measure is emotional impact and participation growth over time.
• Brand tracking and consistency in communications ensure that all tactical and product-led messages reinforce the master brand.
  (31:30, B: Enda Kelly)

Notable Quotes and Memorable Moments

• On the Emotional Core:

  “The exciting part is when you tell the person closest to you, and that was more exciting even than what you would do with the winning money.”
  —C: Carl Waters, 20:08

• On Brand Purpose:

  “They are one of the few brands, if not the only brand, that can change people's lives overnight.”
  —C: Carl Waters, recalling client insight, 10:10

• On Creative Approach:

  “Everyone has a dream… and the ones that we hold closest are the ones that we share with those closest to us.”
  —C: Carl Waters, 24:04

Timestamps for Key Segments

• Irish Lottery Brand & Category Overview: 07:07–09:45
• Brand vs. Sales Activation Dilemma: 09:45–12:32
• Competitive Landscape & “Dopamine Hit” Culture: 14:20–16:15
• Research—Human Truths & Emotional Drivers: 16:15–20:08
• Ad Creative—Sharing Wins as the Core Emotion: 20:36–23:44
• Spot Descriptions & Storytelling Rationale: 23:44–29:44
• Master Brand Asset Integration: 31:30–35:58

Conclusion & Takeaway

This episode is a masterclass in the shift from tactical, product-driven marketing to powerful, emotion-driven brand storytelling. Folk VML's campaign for the Irish National Lottery centers on the thrill of sharing a life-changing moment, not just experiencing it—reflecting real human dreams and relationships. Crafting relatable, emotionally rich stories rooted in research, the work represents an inspiring example of the impact long-term brand thinking can deliver, even in a crowded, instant-gratification world.

Final Shoutout:
Host Fergus O’Carroll highlights the importance of craftsmanship and investment in production and credits Ann Mulcahy, CMO at the National Lottery, for her vision and support:

“This is a brilliant example of great ambition, incredibly well crafted and incredibly well shot. And it's worth the extra investment… because it creates iconic, brand, iconic work.” (36:22)

Listen to the full episode for examples of the campaign’s audio storytelling, behind-the-scenes creative decisions, and more insights on building a master brand in today’s marketing world.